The Rise of Social Networking in Latin America

Transcription

1 The Rise of Social Networking in Latin America How Social Media is Shaping Latin America s Digital Landscape For further information please contact: Sarah Radwanick, comscore, Inc press@comscore.com SEPTEMBER 2011

2 Executive Summary: Social networking is central to the online experience across Latin America, reaching millions of people and providing a level of engagement that is rarely matched by any other online activity. Tapping into people s innate need to interact and communicate, social networking provides an opportunity for consumers to actively connect to one another while also creating a channel that brands can utilize to engage with consumers in a two-way relationship. This report examines the state of Latin America s dynamic social networking landscape, providing insights into trends at a global, regional and market level. The report also analyzes how social media has shaped the larger digital environment through its influence on other social web activities and its role in the dissemination of marketing messages. Several of the report s key findings are summarized below: In June 2011, million people in Latin America visited a social networking site, representing 96.0 percent of the entire online population in the region. Social networking is not only big in Latin America, it is also growing -- with the audience climbing 16 percent in the past year. Latin Americans are strongly engaged with social networking. Half of the top 10 worldwide markets by time spent on social networking sites are in Latin America with Argentina leading the region at 10 hours per month in June The Latin American social networking audience is nearly equal in its composition of males and females, but females account for a larger share of social networking time spent (53.6 percent) compared to males (46.4 percent). This trend was most significant in Brazil where females accounted for 58.7 percent of all social networking time spent. Facebook.com strongly led the social networking market in Latin America reaching more than 91 million visitors. Windows Live Profile ranked #2 with more than 35.5 million visitors in the region. Orkut held the #3 spot with 34.4 million visitors, largely driven by the site s popularity in Brazil, while Twitter.com ranked #4 with 24.3 million visitors. Five of the top 10 markets by Facebook.com reach are in Latin America. Facebook reached 90.9 percent of all online users in Chile, ranking as the most penetrated market in Latin America. In Brazil, Orkut ranked as the most-visited social networking destination, reaching 35.7 million visitors, an increase of 20 percent from June Facebook.com, which is the second largest social networking site in Brazil, witnessed strong growth increasing 192 percent to 24.5 million visitors. PAGE 2

3 Orkut visitors in Brazil are far more engaged than their Facebook counterparts. An average visitor to Orkut spent 4.3 hours on the site in June 2011, while a visitor to Facebook.com spent 1.6 hours during the month. In Mexico, video viewing on Facebook more than doubled since the beginning of 2011 to 33 million videos viewed on the site in June Venezuela is the only country in Latin America in which Twitter.com rises to the second place in the social networking ranking. One in four online users in Venezuela visited Twitter.com in June (26.5 percent reach). Recently launched Google+ reached 28 million visitors worldwide in the first 33 days of its public existence (June 29, 2011 to July 31, 2011). Brazil ranked as the sixth largest market for the site globally, contributing 793,923 visitors. Slideshare.net, the presentation sharing site, is incredibly popular among Latin American markets. Peru led all markets across the globe with 15.5 percent of its online audience visiting the site in June 2011, followed by Venezuela and Colombia, which both saw upwards of 10 percent of their online populations take to the site during the month. The social aspect of Latin America s online environment is not only apparent through the popularity of social networking, but also through other socially-based categories such as blogs, personals, group-buying and classifieds, which are also helping to shape the online experience. Social media has emerged over the past several years to redefine the way we think about the dissemination of marketing messages. In particular, Facebook has facilitated the ability for consumers to identify brands of interest and connect with them has enabled sharing between brands and consumers in new ways: brands and their consumers can now create two-way relationships and share content, news, and feedback. PAGE 3

4 Table of Contents Social Networking A Global Phenomenon... 5 Includes: Worldwide social networking analysis, leading brands, top markets Latin America A Closer Look at Regional Trends... 8 Includes: Social networking growth, demographic analysis, top regional brands Market Highlights Brazil Mexico Argentina Chile Venezuela Peru Colombia The Introduction of Google A Social Web Includes: Blogs, Personals, Coupons, Classifieds Social Networking On-the-Go Includes: Mobile social networking usage The Role of Social Networking in the Marketing Mix Includes: Role of Facebook in reaching consumers The Future of Social Networking in Latin America PAGE 4

5 Social Networking A Global Phenomenon Worldwide Social Networking Audience Surpasses 1 Billion People Across the globe, social networking continues to grow as new users adopt the activity as a routine part of their online experience. In June 2011, 1.1 billion people (age 15 and older accessing from a home or work location) visited a social networking site worldwide, an increase of 22 percent from June Globally, 81.4 percent of all Internet users visit social networking destinations, representing one of the top online activities worldwide. Global Social Networking Visitors (000) Source: comscore Media Metrix, Jun-2010 to Jun-2011, Worldwide Visitors Age 15+ Home/Work Location 1,500,000 1,400,000 1,300,000 1,200,000 1,100,000 1,000, , , , ,000 Total Worldwide Internet Visitors Social Networking Worldwide Visitors +10% 500,000 Jun-2010 Aug-2010 Oct-2010 Dec-2010 Feb-2011 Apr-2011 Jun % Facebook Reigns as Top Global Social Network A look at the top social networking brands worldwide revealed that, perhaps unsurprisingly, Facebook.com ranked as the top social network by a wide margin. In June 2011, million people visited Facebook.com globally, an increase of 33 percent from the previous year. Meanwhile Twitter.com climbed its way to the #2 position reaching million visitors (up 56 percent), followed by Windows Live Profile at million visitors. Professional social network LinkedIn.com reached more than 84 million visitors globally to secure the #4 spot, followed by Chinese site QQ.com Microblogging with 74.8 million visitors. PAGE 5

6 Top 10 Global Social Networking Sites by Visitors (000) Source: comscore Media Metrix, Jun-2011, Worldwide Visitors Age Facebook.com Twitter.com Windows Live Profile LinkedIn.com QQ.com Microblogging MySpace Renren.com Vkontakte Orkut Yahoo! Pulse 144, ,467 84,356 74,821 71,526 66,073 61,035 51,754 37, Home/Work 734,240 Latin America Ranks among Most Engaged Social Networking Markets The regional analysis of visitors to the Social Networking category revealed that Asia Pacific, home to the largest online audience of the five global regions, contributed 32.5 percent of worldwide visitors to the category. Europe followed with 30.1 percent of social networkers, while North America accounted for 18.1 percent. Latin America represented 10.2 percent of all social networking visitors in June 2011, while the Middle East Africa was home to 9.1 percent of the category s audience. When looking at the share of time spent on social networks, Europe accounted for 38.1 percent of all social networking minutes, followed by North America where 21.4 percent of all social networking minutes emerged. Although Asia Pacific is home to the largest social networking population by visitors, the region accounted for just 16.5 percent of all social networking minutes, while Latin America accounted for 12.8 percent of all social networking minutes globally. PAGE 6

7 % Share of Social Networking Visitors and Minutes by Region Source: comscore Media Metrix, Jun-2011, Worldwide Visitors Age 15+ Home/Work Europe North America Asia Pacific Latin America Middle East - Africa 9.1% 11.2% 10.2% 12.8% 32.5% 18.1% 30.1% 16.5% 21.4% 38.1% Share of Visitors Share of Minutes Globally, Internet users averaged 5.4 hours on social networking sites during the month of June. A look at the top markets based on the average number of hours spent social networking revealed that half of the top 10 markets were Latin American countries, demonstrating the vast engagement visitors in these markets have with social networks. Argentina s online users averaged 10 hours on social networking sites in June to rank third overall, while Chileans averaged 8.7 hours. Colombians ranked seventh with 8.4 hours per visitor in the Social Networking category, while Venezuelans ranked eighth at 8.0 hours. Visitors in Mexico (7.1 hours) and Peru (6.6 hours) also ranked among the top tier. Brazilians exhibited relatively lower engagement than its Latin American neighbors at 4.9 hours, ranking as the #25 market overall. PAGE 7

8 Top 25 Global Markets by Average Hours per Visitor Spent on Social Networking Sites Source: comscore Media Metrix, Jun-2011, Worldwide Visitors Age 15+ Home/Work Worldwide Israel Russian Federation Argentina Turkey Chile Philippines Colombia Venezuela Canada Mexico Spain Peru United States Malaysia Italy Indonesia Puerto Rico United Kingdom Germany Portugal Norway Netherlands Sweden Poland Brazil Latin America A Closer Look at Regional Trends Latin American Social Networking Audience Grows 16.5 Percent in Past Year In June 2011, million people in Latin America visited a social networking site, representing 96.0 percent of the entire online population in the region. Social networking is not only big in Latin America, it is growing -- with the audience climbing 16 percent from the previous year. PAGE 8

9 120,000 Latin America Social Networking Visitors (000) Source: comscore Media Metrix, Jun-2010 to Jun-2011, Latin America Visitors Age 15+ Home/Work Location 115, , , ,000 95,000 90,000 85,000 Jun-2010 Aug-2010 Oct-2010 Dec-2010 Feb-2011 Apr-2011 Jun-2011 Demographic Profile of Social Networking Users in Latin America Analysis of the audience composition of social networkers in Latin America revealed that males and females are almost equally likely to utilize social networking sites, with males accounting for 50.9 percent of site visitors and females representing 49.1 percent. When looking at engagement, however, females account for a larger share of minutes (53.6 percent) than males (46.4 percent). This trend was most significant in Brazil where females accounted for 58.7 percent of all time spent on social networking sites during the month of June. PAGE 9

10 Gender Profile of Social Networking Users in Latin America Source: comscore Media Metrix, Jun-2011, Latin America Visitors Age 15+ Home/Work Males Females 49.1% 53.6% 50.9% 46.4% % Composition Unique Visitors % Composition Minutes Further analysis of visitors by age segment, revealed that those age accounted for the largest share of social networking visitors at 33.1 percent, while those age accounted for 28.8 percent and visitors age represented 20.3 percent of social networkers. Visitors age clearly demonstrated the strongest engagement on social networks, accounting for nearly half (48.0 percent) of all time spent on these sites during the month. This trend was most significant in Venezuela where visitors age accounted for 3 of every 5 social networking minutes (58.2 percent). % Composition Visitors & Minutes Social Networking by Age Source: comscore Media Metrix, Jun-2011, Latin America Visitors Age 15+ Home/Work Persons: Persons: Persons: Persons: Persons: % 4.6% 8.4% 11.3% 15.4% 20.3% 28.8% 23.6% 33.1% 48.0% % Composition Unique Visitors % Composition Minutes PAGE 10

11 Latin Americans Embrace Facebook as Top Social Networking Destination Facebook.com is a strong leader in the Latin American social networking market reaching more than 91 million visitors in June, up 52 percent in the past year. The Facebook.com audience was nearly three times the size of the next largest site, Windows Live Profile, which reached 35.6 million visitors in the region. Orkut held the #3 spot with 34.4 million visitors, driven largely by the site s popularity in Brazil. Meanwhile, Twitter.com ranked as the fourth largest site with 24.3 million visitors (up 59 percent) as Latin Americans continued to embrace tweeting. Facebook.com Windows Live Profile Top 10 Social Networking Sites by Visitors (000) in Latin America Source: comscore Media Metrix, Jun-2011, Latin America Visitors Age 15+ Orkut Twitter.com Badoo.com Slideshare.net Sonico.com LinkedIn.com MySpace Fotolog.com 8,829 8,185 7,727 7,286 6,551 5,577 Home/Work 24,354 35,581 34,417 91,074 Although the largest Facebook.com markets by audience size are the United States, Germany and India, many of the most highly penetrated markets for the social networking giant are in Latin America. In fact, five of the top 10 markets for Facebook.com penetration are in the region. Facebook.com reached 90.9 percent of all online users in Chile, ranking as the third most highly penetrated market globally behind the Philippines and Turkey. Argentina, Colombia and Peru immediately followed Chile, with all markets seeing Facebook.com reach more than 89 percent of their Internet populations, while the site reached 86.9 percent of online users in Venezuela. PAGE 11

12 Top 10 Markets for Facebook.com by % Reach of Visitors Source: comscore Media Metrix, Jun-2011, Argentina Visitors Age 15+ Home/Work Location Philippines Turkey Chile Argentina Colombia Peru Israel Malaysia Venezuela Indonesia 93.5% 92.5% 90.9% 89.9% 89.5% 89.3% 88.6% 88.2% 86.9% 86.7% Market Highlights In this section we will examine the leading social networking trends across individual markets in Latin America with analysis for Brazil, Mexico, Argentina, Chile, Venezuela, Peru and Colombia. Brazil: Orkut Leads the Market, but Facebook Growing Fast Brazil is home to 43.9 million social networking visitors (June 2011), reaching 90.8 percent of the entire online population. A total of 12.5 billion minutes were spent on social networking sites in June, accounting for 18.3 percent of all online minutes during the month. A social networker averaged 4.7 hours on these sites during the month, ranking as one of the most engaging online activities. Brazil Social Networking Snapshot Source: comscore Media Metrix, Jun-2011, Brazil Visitors Age 6+ Home/Work Location 43.9 Million Total Social Networking Audience 90.8% Online Population Visiting Social Networks 12.5 Billion Total Minutes for Social Networking Category 18.3% Percent of all Online Minutes 4.7 Hours Average Time Spent per Visitor during Month Orkut Top Social Networking Site PAGE 12

13 Brazil is home to one of the most unique social networking environments in the world and one of the few market where Facebook.com does not lead the Social Networking category. This leading position has been held by Orkut, a Google-owned social networking destination that built large audiences bases both in Brazil and India. Orkut ranked as the most-visited social networking destination in June 2011 with 35.7 million visitors, an increase of 20 percent from last year. Facebook.com, which is the second largest social networking site in Brazil, witnessed exceptionally strong growth as it surged 192 percent to 24.5 million visitors in June Windows Live Profile secured the #3 spot with 14.6 million visitors, while Twitter.com reached 12 million visitors as the fourth largest social networking site. Brazil: Top 10 Social Networking Sites by Visitors (000) Source: comscore Media Metrix, Jun-2011, Brazil Visitors Age 6+ Home/Work Location Orkut Facebook.com Windows Live Profile Twitter.com LinkedIn.com Tumblr.com Formspring.me Badoo.com Yahoo! Meme Vostu.com 3,261 3,217 3,077 3,028 1,910 1,844 12,022 14,595 24,468 35,689 Although Orkut still maintains a relatively wide lead ahead of Facebook.com in Brazil, Facebook.com is quickly gaining on the market s leading brand. In the past year, Facebook.com has seen its Brazilian audience grow from just 8 million visitors to more than 24 million visitors. An analysis of cross visitation between the two sites shows that 21.1 million people visited both Orkut and Facebook.com during June This demonstrates that many consumers are adding Facebook.com to their existing social networking portfolio, but may not be ready to choose one brand over the other as their primary social network. PAGE 13

14 Brazil: Orkut and Facebook.com Visitors (000) Source: comscore Media Metrix, Jun-2011, Brazil Visitors Age 6+ Home/Work Location 40,000 Orkut Facebook.com 21.1 Million People Visited Both Orkut and Facebook.com in June 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Jun-2010 Aug-2010 Oct-2010 Dec-2010 Feb-2011 Apr-2011 Jun-2011 When looking at engagement in Brazil, Orkut visitors are still far more engaged compared to Facebook visitors, highlighting Orkut s history as the social networking leader in this market. An average visitor to Orkut spent 4.3 hours on the site in June 2011, while a visitor to Facebook.com spent 1.6 hours during the month. Visitors age averaged the most time on both Orkut (5.5 hours) and Facebook.com (1.8 hours). PAGE 14

15 Brazil: Average Hours per Visitor on Orkut and Facebook.com Source: comscore Media Metrix, Jun-2011, Brazil Visitors Age 15+ Home/Work 5.5 Location Orkut Facebook.com Total Audience Age: Age: Age: Age: Age: 55+ Mexico: Online Video Plays a Role in Social Networking Mexico is home to 20.7 million social networking visitors, representing 90.8 percent of the entire online population. A total of 8.8 billion minutes were spent on social networking sites in June, accounting for 27.1 percent of all online minutes, with an average visitor spending 7.1 hours on these sites during the month. Mexico Social Networking Snapshot Source: comscore Media Metrix, Jun-2011, Mexico Visitors Age 6+ Home/Work Location 20.7 Million Total Social Networking Audience 90.8% Online Population Visiting Social Networks 8.8 Billion Total Minutes for Social Networking Category 27.1% Percent of all Online Minutes 7.1 Hours Average Time Spent per Visitor during Month Facebook Top Social Networking Site PAGE 15

16 The Social Networking category was led by Facebook.com in Mexico, which grew 62 percent in the past year to 18.5 million visitors in June Windows Live Profile ranked as the second largest site in the market with 7 million visitors, followed by Twitter.com which reached nearly 3.3 million visitors (up 37 percent). Mexico: Top 10 Social Networking Sites by Visitors (000) Source: comscore Media Metrix, Jun-2011, Mexico Visitors Age 6+ Home/Work Location Facebook.com 18,480 Windows Live Profile 7,050 Twitter.com Myspace Slideshare.net Fotolog.com Badoo.com Sonico.com Metroflog.com Deviantart.com 3,258 1,963 1,572 1,460 1,362 1,347 1, Video viewing continues to be a popular and growing activity across Mexico with four out of five online users viewing online video during June at an average of 10 hours of viewing during the month. One of the top properties for video viewing in Mexico is Facebook.com, which saw viewers watch a total of 33 million videos on the site during June 2011, more than doubling since January 2011 as visitors grew increasingly engaged with video content on the social networking site. PAGE 16

17 40,000 Mexico: Videos (000) Viewed on Facebook.com Source: comscore Video Metrix, Jun-2011, Mexico Viewers Age 6+, Home/Work Location 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Jan-2011 Feb-2011 Mar-2011 Apr-2011 May-2011 Jun-2011 Argentina: The Most Engaged Social Networking Market in Latin America An average social networking visitor in Argentina averaged 10 hours per month on social networks, making it the most engaged population of social media users in the region and the third most engaged market in the world. In June, 12.5 million people visited a social networking destination in Argentina, reaching 95.4 of the entire online market. Argentina Social Networking Snapshot Source: comscore Media Metrix, Jun-2011, Argentina Visitors Age 15+ Home/Work Location 12.5 Million Total Social Networking Audience 95.4% Online Population Visiting Social Networks 7.5 Billion Total Minutes for Social Networking Category 32.2% Percent of all Online Minutes 10.0 Hours Average Time Spent per Visitor during Month Facebook Top Social Networking Site PAGE 17

18 Facebook.com topped the list as the most-visited social network in Argentina with 11.8 million visitors in June 2011, followed by Windows Live Profile with 3 million visitors. Twitter.com ranked third with 2.4 million visitors, while Fotolog.com reached 1.6 million visitors and professional social networking site LinkedIn topped 1 million visitors during the month. Argentina: Top 10 Social Networking Sites by Visitors (000) Source: comscore Media Metrix, Jun-2011, Argentina Visitors Age 15+ Facebook.com Home/Work Location 11,758 Windows Live Profile Twitter.com Fotolog.com LinkedIn.com Sonico.com Badoo.com Slideshare.net Yahoo! Pulse Myspace 3,059 2,391 1,607 1, In Argentina, social networking accounted for the largest share of online minutes at 32.2 percent in June 2011, nearly doubling from its share from last year. The growth in share of minutes for the Social Networking category has largely come at the expense of Portals, which were the top category by total minutes last year, but have sharply declined in share in the past year, currently accounting for 24.1 percent of total time spent online. Instant Messengers also saw their share of minutes decline from 23.2 percent in June 2010 to 14.2 percent share in June As more online users continue to seek leisure content online, the Entertainment category grew to 9.0 share of total minutes, while witnessed a slight decline to 7.1 percent share. PAGE 18

19 32.2% Argentina: Top Categories by Share of Total Online Minutes Source: comscore Media Metrix, Jun-2011, Argentina Visitors Age % Home/Work Location Jun-10 Jun % 23.2% 16.5% 14.2% 7.4% 9.0% 10.4% 7.1% Social Networking Portals Instant Messengers Entertainment Chile: The Most Highly Penetrated Market in Latin America for Facebook In June 2011, 6.9 million Chileans visited a social networking site, representing 94.0 percent of the online population. Social networking accounted for 32.2 percent of time spent online during the month with visitors averaging 8.7 hours social networking in this highly engaged market. Chile Social Networking Snapshot Source: comscore Media Metrix, Jun-2011, Chile Visitors Age 15+ Home/Work Location 6.9 Million Total Social Networking Audience 94.0% Online Population Visiting Social Networks 3.6 Billion Total Minutes for Social Networking Category 32.2% Percent of all Online Minutes 8.7 Hours Average Time Spent per Visitor during Month Facebook Top Social Networking Site PAGE 19

20 The social networking markets in Chile and Argentina closely resemble one another. In Chile, Facebook.com led the category with 6.7 million visitors, up 8 percent from the previous year. The social networking giant reached 90.9 percent of all Chileans online, ranking as the most highly penetrated market in Latin America and #3 market globally for Facebook.com penetration. Windows Live Profile secured the #2 position with 1.4 million visitors, while Twitter reached nearly 1.2 million visitors to rank as the third largest social networking destination in the market. Fotolog.com s audience hit 1.1 million visitors, reaching 15.2 percent of Chileans online, the top market globally for penetration of this photoblogging site. Chile: Top 10 Social Networking Sites by Visitors (000) Source: comscore Media Metrix, Jun-2011, Chile Visitors Age 15+ Home/Work Location Facebook.com 6,676 Windows Live Profile Twitter.com Fotolog.com Bligoo.com Slideshare.net LinkedIn.com Badoo.com Myspace Mimejorfrase2.info 1,443 1,166 1, Venezuela: Twitter Usage Continues to Soar Venezuela is home to one of the most highly penetrated social networking markets in the region with 96.0 percent (3.1 million people) visiting social networks in June Social networking accounted for 34.7 percent of all online minutes in Venezuela with visitors averaging 8 hours on these sites during the month. PAGE 20

21 Venezuela Social Networking Snapshot Source: comscore Media Metrix, Jun-2011, Venezuela Visitors Age 15+ Home/Work Location 3.1 Million Total Social Networking Audience 96.0% Online Population Visiting Social Networks 1.5 Billion Total Minutes for Social Networking Category 34.7% Percent of all Online Minutes 8.0 Hours Average Time Spent per Visitor during Month Facebook Top Social Networking Site Facebook led the Venezuelan social networking market with 2.8 million visitors, growing 38 percent from the previous year. Twitter.com ranked as the second largest social networking site in the country, reaching 851,000 visitors. Venezuela is the only country in Latin America in which Twitter.com rises to the second place in the social networking ranking. Windows Live Profile ranked third with 720,000 unique visitors, followed by Badoo.com (389,000) and Slideshare.net (383,000). Venezuela: Top 10 Social Networking Sites by Visitors (000) Source: comscore Media Metrix, Jun-2011, Venezuela Visitors Age 15+ Home/Work Location Facebook.com 2,792 Twitter.com Windows Live Profile Badoo.com Slideshare.net Sonico.com Fotolog.com Scribd.com Bligoo.com Myspace PAGE 21

22 One in four online users in Venezuela visited Twitter.com in June (26.5 percent reach), as Venezuelans exhibited a strong propensity to engage on the site. Venezuela ranked as the third most highly penetrated Twitter market worldwide behind the Netherlands and Brazil. Venezuela is home to a relatively young online audience (more than 70 percent of the online population is under age 35) and Twitter.com visitors resemble these age characteristics. Those age accounted for nearly half (47.9 percent) of visitors to Twitter.com in June 2011, while persons age accounted for 25.7 percent of visitors. Venezuela: Twitter Demographic Percent Composition by Unique Visitors Source: comscore Media Metrix, Jun-2011, Venezuela Visitors Age 15+ Home/Work Location 12.4% 6.7% 7.3% 25.7% 47.9% Persons: Persons: Persons: Persons: Persons: 55+ Peru: The Importance of Sharing Peru s social networking audience reached 4.0 million in June, or 96.0 percent of the online population. Nearly one in four online minutes was spent in the Social Networking category, representing 1.5 billion minutes in total. PAGE 22

23 Peru Social Networking Snapshot Source: comscore Media Metrix, Jun-2011, Peru Visitors Age 15+ Home/Work Location 4.0 Million Total Social Networking Audience 96.0% Online Population Visiting Social Networks 1.5 Billion Total Minutes for Social Networking Category 22.3% Percent of all Online Minutes 6.6 Hours Average Time Spent per Visitor during Month Facebook Top Social Networking Site Facebook.com led the Peruvian market with 3.7 million visitors, followed by Windows Live Profile with 1.5 million visitors and Sonico.com with 807,000 visitors. Sonico reached nearly 20 percent of the online population in Peru, ranking as the top global market for the social networking brand in terms of penetration. Peru: Top 10 Social Networking Sites by Visitors (000) Source: comscore Media Metrix, Jun-2011, Peru Visitors Age 15+ Home/Work Location Facebook.com 3,690 Windows Live Profile 1,517 Sonico.com Slideshare.net Twitter.com Badoo.com Scribd.com LinkedIn.com Bligoo.com Fotolog.com PAGE 23

24 Slideshare.net, the presentation sharing site, is incredibly popular among Latin American markets. Of the 10 most penetrated markets for Slideshare.net by percent reach of unique visitors, seven of the markets are in the Latin American region. Peru led all markets across the globe with 15.5 percent of its online audience visiting the site in June 2011, followed by Venezuela and Colombia, which both saw upwards of 10 percent of their online populations visit the site during the month. 15.5% Top 10 Markets for Slideshare.net by % Reach of Visitors Source: comscore Media Metrix, Jun-2011, Visitors Age 15+ Home/Work Location 11.9% 10.3% 8.7% 7.4% 6.4% 5.3% 4.4% 4.1% 2.6% Colombia: One-Third of Online Time Spent on Social Networks In June, Colombia s social networking audience reached 12.7 million visitors (96.0 percent) with users averaging 8.4 hours on these sites during the month. Social networking ranked as the top content category by share of minutes in Colombia with 32.1 percent of web time spent on social networking sites. PAGE 24

25 Colombia Social Networking Snapshot Source: comscore Media Metrix, Jun-2011, Colombia Visitors Age 15+ Home/Work Location 12.7 Million Total Social Networking Audience 96.0% Online Population Visiting Social Networks 6.4 Billion Total Minutes for Social Networking Category 32.1% Percent of all Online Minutes 8.4 Hours Average Time Spent per Visitor during Month Facebook Top Social Networking Site In June, 11.8 million Colombians visited Facebook.com, growing 26 percent from the previous year. Windows Live Profile followed as the second largest social network with 4.4 million visitors, while Twitter.com ranked third with 2.3 million visitors, more than doubling in the past year as more Colombians embraced interacting in 140 characters or less. Colombia: Top 10 Social Networking Sites by Visitors (000) Source: comscore Media Metrix, Jun-2011, Colombia Visitors Age 15+ Home/Work Location Facebook.com Windows Live Profile Twitter.com Slideshare.net Badoo.com Sonico.com Fotolog.com Myspace LinkedIn.com Scribd.com ,361 1,227 1,206 2,274 4,383 11,798 PAGE 25

26 Google+ Makes a Splash Worldwide Analysis of the social networking market would not be complete without a look at the latest edition to the global social networking stage: Google+. Google s recently launched social networking site has been met with positive reception across many global markets. In the first 33 days of its public existence (June 29, 2011 to July 31, 2011) nearly 28 million people worldwide visited Google+, an impressive number for its first month on the market. The U.S. led all markets for visitors to Google+ with 7.8 million visitors, followed by India with 3.8 million visitors and the UK with more than 1.1 million visitors. Brazil ranked as the sixth largest market for the site, contributing 793,923 visitors. Looking across Latin America, Mexico saw the largest audience for Google+ behind Brazil with 308,369 visitors, followed by Argentina (213,362 visitors) and Chile (201,572 visitors). Audience adoption of Google+ will be an important trend to watch for the remainder of the year and into 2012, as the site attempts to break into the well-established social networking market. Top 10 Markets for Google+ by Visitors Source: comscore, Worldwide Home and Work Computers, June 29, July 31, 2011 Google+ Visitors in Latin America Source: comscore, Worldwide Home and Work Computers June 29, July 31, 2011 United States India United Kingdom 3,804,824 1,168,264 7,840,395 Brazil Mexico 308, ,923 Canada 1,159,950 Argentina 213,362 Germany Brazil France 980, , ,587 Chile Colombia 201, ,912 Taiwan Spain Turkey 632, , ,552 Peru Venezuela 93,550 37,825 PAGE 26

27 A Social Web The social aspect of Latin America s online environment is not only apparent through the popularity of social networking, but also through other socially-based categories such as blogs, personals, groupbuying and classifieds, which are also helping to shape the online experience. 3 of 4 Latin American Online Users Visit Blogs Blogs, which are the closest relative of social networking in terms of their conversational nature, are readily embraced in Latin America. In June 2011, nearly 75 percent of the regional audience accessed the Blogs category, averaging 22.7 minutes during the month. By far, Brazil was the most prolific market for Blogs with 85.2 percent of its audience visiting the category for an average of 32.5 minutes per visitor in June. Blogs: % Reach of Online Population Source: comscore Media Metrix, Jun-2011, Visitors Age 15+ Home/Work Location 74.6% 85.2% 77.3% 73.3% 72.3% 68.8% 68.1% 66.9% Blogs: Average Minutes per Visitor Source: comscore Media Metrix, Jun-2011, Visitors Age 15+ Home/Work Location Latin America Brazil Argentina Peru Chile Mexico Venezuela Colombia Colombians Lead Region in Online Dating Seeking a connection on a more romantic level, 8.5 percent of Latin Americans online turned to Personals sites during June Colombians demonstrated the greatest adoption of Personals sites with 10.4 percent of the country s online population visiting the category during the month, spending an average of 48.1 minutes. PAGE 27

28 Personals: % Reach of Online Population Source: comscore Media Metrix, Jun-2011, Visitors Age 15+ Home/Work Location Personals: Average Minutes per Visitor Source: comscore Media Metrix, Jun-2011, Visitors Age 15+ Home/Work Location Latin America % 10.4% 9.6% 9.4% 8.7% 8.2% 7.7% 5.6% Colombia Chile Venezuela Peru 31.3 Mexico Argentina Brazil Brazilians Most Likely To Access Coupon Sites Coupon sites, specifically group-buying/daily deal sites, have started to take off across Latin America adding a social angle to online shopping and deal-hunting. In June, 14.2 percent of regional visitors accessed the Coupon category, with Groupon leading the region with 4.7 million visitors. Brazil far surpassed all markets in the region with one-fourth of its audience turning to coupon sites during the month. Although Groupon leads as the top coupon destination in Brazil by visitors, the strong category usage in the market is fueled by a large number of local deal sites such as Clickon.com.br, Apontaofertas.com.br and Peixeurbano.com.br to name a few, which are providing multiple options for the deal savvy consumer. PAGE 28

29 Coupons: % Reach of Online Population Source: comscore Media Metrix, Jun-2011, Visitors Age 15+ Home/Work Location Coupons: Average Minutes per Visitor Source: comscore Media Metrix, Jun-2011, Visitors Age 15+ Home/Work Location 26.1% Latin America Venezuela % 14.5% 12.1% Brazil Colombia % 6.6% 5.3% 1.7% Peru Argentina Mexico Chile 3.6 Chileans Connect via Classifieds In June, 27.7 percent of the region s online population connected via Classifieds sites at an average of 11.7 minutes per visitor during the month. OLX, Inc. led the category with nearly 19 million visitors. Chileans displayed the strongest interest in Classifieds with nearly 35 percent of country s online audience visiting these sites during the month, at an average of 18.6 minutes per visitor. Classifieds: % Reach of Online Population Source: comscore Media Metrix, Jun-2011, Visitors Age 15+ Home/Work Location 27.7% 34.9% 33.7% 32.4% 29.4% 29.2% 26.2% 25.7% Classifieds: Average Minutes per Visitor Source: comscore Media Metrix, Jun-2011, Visitors Age 15+ Home/Work Location Latin America Chile Mexico Peru Argentina Colombia Brazil Venezuela PAGE 29

30 Social Networking On-The-Go Mobile Users Adopt Social Networking on their Handheld Devices With the growth in smartphone adoption, mobile social networking has seen substantial growth in the past year as consumers stay socially connected while on-the-go. While comscore does not currently measure mobile usage in Latin America through its MobiLens product, analysis of relevant behaviors in the U.S. and Europe are likely to reflect the broader global trends in mobile social networking adoption. In the U.S., three of every five smartphone owners accessed social networking or blog destinations on their mobile for the three-month average period ending June 2011, ranking as one of the most popular mobile activities. The number of smartphone users accessing social networking or blog destinations on their mobile (both browser and app) has grown 72 percent in the past year to reach an audience of 47.8 million visitors. Those users accessing social network or blogs almost daily meanwhile nearly doubled, growing 90 percent to 28.1 million smartphone users. U.S. Smartphone Users (000) that Accessed Social Networking/Blog Source: comscore MobiLens, 3 mon. avg. ending Jun-2010 to Jun-2011, Smartphone Audiece Age 13+ U.S. 60,000 50,000 40,000 Almost Every Day Ever in Month +72% 30,000 20, % 10,000 0 Jun-2010 Aug-2010 Oct-2010 Dec-2010 Feb-2011 Apr-2011 Jun-2011 In Europe, which includes the UK, France, Germany, Italy and Spain for this analysis, mobile social networking usage displayed similar trends to the U.S. with 2 of every 5 smartphone owners accessing these sites during the month. More than 35.7 million smartphone owners in Europe accessed social networking or blog destinations on their mobile, an increase of 80 percent from the previous year. Daily usage surged as well with 17.9 million smartphone users accessing social sites on their device almost daily in Europe, climbing 94 percent. PAGE 30

31 40,000 35,000 30,000 25,000 Europe Smartphone Users (000) that Accessed Social Networking/Blog Source: comscore MobiLens, 3 mon. avg. ending Jun-2010 to Jun-2011, Smartphone Audiece Age 13+ Europe Almost Every Day Ever in Month +80% 20,000 15, % 10,000 5,000 0 Jun-2010 Aug-2010 Oct-2010 Dec-2010 Feb-2011 Apr-2011 Jun-2011 Facebook and Twitter are among the largest social networking sites globally and both brands have developed a growing mobile audience as well. Half of U.S. smartphone owners and 31.7 percent of European smartphone owners accessed Facebook on their device in June 2011, demonstrating the brand s wide reach across digital platforms. Meanwhile, Twitter reached 12.5 percent of the smartphone audience in the U.S. and 7.4 percent of the European smartphone audience % Reach of Facebook and Twitter Among Smartphone Audiences Source: comscore MobiLens, 3 mon. avg. ending Jun-2011, Smartphone Audience Age 13+ U.S. and Europe 50.9% Facebook Twitter 31.7% 12.5% 7.4% U.S. Europe PAGE 31

32 The Role of Social Networking in the Marketing Mix Facebook Offers Global Marketing Channel for Brands Social media has emerged over the past several years to redefine the digital media landscape and, in the process, has changed the way we think about the dissemination of marketing messages. In particular, Facebook has facilitated two unique consumer experiences of interest to brand marketers. First, the ability for consumers to identify brands of interest and connect with them has enabled sharing between brands and consumers in new ways: brands and their consumers can now create two-way relationships and share content, news, and feedback. Social media has also facilitated innovative ways of sharing information about brands between friends. comscore recently released the study The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing, which provides an in-depth analysis of how social media brand impressions reach Fans and Friends throughout Facebook, as opposed to just on brand Fan pages. The study utilizes comscore Social Essentials, a breakthrough social measurement service that helps marketers quantify the value of social media in their marketing mix. In the U.S., the largest portion of users time spent within Facebook is on the individual s homepage which features the Newsfeed. In May 2011, 27 percent of engagement on Facebook.com occurred on the homepage and Newsfeed, followed by profile viewing (21 percent), photo viewing (17 percent) and usage of apps and tools (10 percent). Share of Time Spent on Facebook.com by Content Section Source: comscore Mediabuilder, U.S., May % 25% 27% Homepage/Newsfeed Profiles Photos Apps & Tools All Other 17% 21% PAGE 32

33 Understanding the importance of the Newsfeed to the Facebook user experience helps illustrate how and where users are likely to see and digest information on the site. This implication is especially important for brands with a presence on Facebook, since the Newsfeed offers the greatest opportunity to reach and engage with current and potential customers. Facebook users demonstrate their affinity for brands through use of the like button. By liking a brand (also known as becoming a Fan ) followers can affirmatively express their interest in a particular brand for reasons that may include self-expression, communicating positive associations of that brand to others, staying in communication with that brand, or receiving deals and promotions. The chart below clearly illustrates how brands may be reaching Fans across the world with brand impressions on Facebook. Of the three brands analyzed, Starbucks had the most diverse base of exposed Fans across all five global regions, with Latin America accounting for 13.3 percent of the total. Southwest has a more concentrated Fan base, which is understandable as it is a U.S. airline. Bing a global brand enjoys a fairly diverse Fan base, though to a lesser extent than Starbucks. Starbucks, which boasts 5,500 coffee houses in more than 50 countries, is clearly capitalizing on Facebook as a global marketing channel. In May, Starbucks social media brand impressions reached more than 53 million people worldwide. Starbucks, Southwest & Bing: Percentage of Exposed Fans by Worldwide Region Source: comscore Social Essentials, U.S., May % 20% 40% 60% 80% 100% Starbucks Southwest North America Europe Latin America Asia Pacific Middle East - Africa Bing PAGE 33

34 The Future of Social Networking in Latin America Without a doubt, social networking is a key online activity across Latin America, demonstrated by its wide reach among online populations and its highly engaging nature. Consumer usage of social networking to interact with people and content across the web shows no signs of slowing any time in the near future and continues to weave itself more tightly into the fabric of the web. For brands, social media provides a channel where they can actively engage with current and potential customers. Yet integrating social media into a brand s marketing strategy is not a one-size-fits-all solution and requires businesses to evaluate if social media is the ideal channel to reach their audience and achieve its marketing objectives, and if so, which social media channels are most valuable to their strategy. For many brands, social media affords an unprecedented opportunity to develop a two-way relationship with customers that can be a key source in building brand awareness, loyalty and even sales. Only time will tell how the social networking landscape will develop in Latin America as new players enter the market and established brands seek to maintain audiences with new tools and features. It can safely be assumed though that social networking will remain an integral part of the digital environment for the foreseeable future as people continue to seek social connections on the web. Data Notes and Sources This report uses data from several comscore services including comscore Media Metrix, comscore Video Metrix, comscore MobiLens, and comscore Social Essentials. The majority of data used in this report is sourced from comscore Media Metrix for the data period June Unless otherwise noted, all data pertains to Internet users age 15 and older, accessing the Internet on a PC or laptop from a Home or Work location.data sourced from other comscore products are clearly noted in the relevant charts. comscore accurately measures worldwide consumer behavior through its proprietary panel design, patented data capture technology, online data retrieval network and Unified Digital Measurement methodology. For more information on comscore s methodology, please visit: PAGE 34

35 About comscore, Inc. comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. comscore helps its clients better understand, leverage and profit from the rapidly evolving digital marketing landscape by providing data, analytics and on-demand software solutions for the measurement of online ads and audiences, media planning, website analytics, advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e-commerce, and a broad variety of emerging forms of digital consumer behavior. comscore services, which now include the product suites of recent acquisitions AdXpose, Nedstat, Nexius XPlore, ARSGroup and Certifica, are used by more than 1,800 clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelin and Yahoo!. For more information, please visit FOR MORE INFORMATION, PLEASE CONTACT: Sarah Radwanick comscore, Inc press@comscore.com PAGE 35